The market size is as high as 8 trillion! Live shopping in South Korea is entering a rising era!

Among the non- face-to-face consumption cultures that have recently spread in South Korea due to the prolonged COVID-19 pandemic , the most popular one is definitely the " live streaming " culture .

As online shopping becomes a daily routine, the era has arrived where Korean sellers sell clothing, food, electronic devices, daily necessities and other products through live streaming .

Today, Koreans in their 20s and 30s have become important players in the Korean consumer market and are enthusiastic about live shopping! According to statistics from Ebest Investment Securities, the domestic "LIVE Commers" market in South Korea is expected to grow from 3 trillion won in 2020 to 8 trillion won in 2023.

After the release of Naver's live commerce service "Shopping Live" , its views exceeded 100 million as of January this year . During this six-month period, the cumulative number of buyers was about 1 million.

Led by Naver’s “Shopping Live,” various e- commerce giants such as Kakao, 11th Street , and Coupang have entered the live-streaming commerce market.

Kakao Commerce first launched "Kakao Shopping Live" as a pilot service in May last year . In October last year , 11th Street established a live broadcast team. Coupang also recently created a category called "Coupang Live" in its mobile app .

Existing retailers such as department stores and supermarkets have also begun selling goods through live streaming . Most home shopping companies such as CJ of Shopping, GS Shop , and Lotte Home Shopping have begun operating live streaming sales channels.

In addition to online and offline retailers, even manufacturers such as fashion and food have set up their own live broadcast studios, actively strengthened their live broadcast business, and achieved good results.

Shinsegae International launched the live streaming platform "SI Live" in its own online shopping mall and established its own broadcasting studio. Kolon sold a certain model of sports shoes on Naver through live streaming last month , and the final sales volume was 265% of the target expectation .

It can be said that although the live shopping market in South Korea is still in its development stage, it has shown a rising trend. However, the market has been very popular in its early stages.

South Korea

Live Shopping

Real-time Commerce